Alevì Journal | Red Carpet: the story of the world’s most famous carpet
From ancient origins to the great film festivals
There is a moment, before every grand evening, when everything stands still. The flashes go off, the crowd turns, and someone takes the first step onto a red carpet. A few metres of fabric that, for centuries, have separated the ordinary from the extraordinary.
Today the red carpet is the most photographed stage in the world: it is where trends are born, designers are crowned and chapters of fashion history are written. Yet its story begins long before Hollywood, passing through kings, presidents, luxury trains and Europe’s great film festivals.
Style has followed the same path. Sculpted gowns, precious fabrics, details that catch the light. And then the shoes, glimpsed only for an instant, in the movement of a skirt or on the steps of a staircase, yet they decide the balance of the entire look.
Just like an Alevì Milano creation: Italian elegance made of craftsmanship and attention to detail.
We have retraced five chapters of this story, each with its own style.
Ancient Greece, 458 BC
The red of the gods
The first literary trace of a red carpet appears in Aeschylus’ Agamemnon. The king, returning victorious from Troy, is invited to walk on crimson tapestries: an honour so great it was reserved for the gods, so much so that he hesitates before accepting it.
For centuries red remained the colour of power. The pigments needed to produce it were rare and expensive, and therefore reserved for sovereigns, cardinals and aristocrats. To walk on red was to walk on privilege.
The red of power, from antiquity to the present day
United States, 1821 – 1902
A welcome for distinguished guests
In the nineteenth century the red carpet became a gesture of official welcome. One of the most frequently cited episodes involves US President James Monroe, who in 1821 was greeted in South Carolina with a red carpet laid all the way down to the riverbank.
In the early twentieth century the expression red carpet treatment entered everyday language thanks to the Twentieth Century Limited, the legendary luxury train between New York and Chicago, for whose passengers a crimson carpet was rolled out along the platform.
The red carpet thus became synonymous with exclusivity.
Hollywood, the 1920s
The birth of the spectacle
It was cinema that turned the red carpet into a spectacle. In 1922, for the premiere of Robin Hood at Hollywood’s Egyptian Theatre, the red carpet welcomed stars and audience alike: the beginning of a ritual destined to become global.
From then on, every major premiere had its own grand entrance, and the arrival of the stars became as much a part of the show as the film itself.
Hollywood and the birth of the red carpet as spectacle
Venice and Cannes
The European red carpet
In 1932 the Venice Film Festival was born, the oldest film festival in the world. Its first edition was held on the terrace of the Hotel Excelsior on the Lido, and ever since, the lagoon has been one of the most elegant stages in international cinema.
After the war came Cannes, which made its montée des marches, the climb up the staircase of the Palais des Festivals, the stuff of legend. Here the red carpet took on a European identity: more sophisticated, more closely tied to fashion and craftsmanship.
Venice and Cannes, Europe's most elegant red carpets
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Bianca Balti wears the custom-made Camilla 110 Satin Baby Pink 
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Bar Refaeli wears the Bar 110 Shine Silver 
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Alessandra Ambrosio wears the Ninel 110 Satin Black 
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FAQ
Why is the red carpet red?
Red has always been the colour of power and prestige. For centuries the pigments used to dye fabrics a deep red were rare and expensive, and therefore reserved for kings, cardinals and aristocrats. Walking on a red carpet meant receiving an honour granted to very few.
What is the origin of the red carpet?
The first literary trace dates back to 458 BC, in Aeschylus’ Agamemnon, where the king is welcomed on crimson tapestries. In the nineteenth century the red carpet became a gesture of welcome for distinguished guests, and in the twentieth century cinema turned it into the spectacle we know today.
When did the Hollywood red carpet begin?
The red carpet entered the world of cinema in the 1920s: one of the first examples is the premiere of Robin Hood at Hollywood’s Egyptian Theatre in 1922. With live television coverage of the Oscars arrivals from the 1960s, it became an event followed all over the world.
What is the oldest red carpet in Europe?
It is that of the Venice Film Festival, founded in 1932 and considered the oldest film festival in the world. Together with Cannes, it is one of the most elegant and fashion-driven red carpets.
What shoes are worn on the red carpet?
The most popular are pumps, thin-heeled sandals and jewel slingbacks. A red carpet shoe must look perfect in photos, flatter the silhouette and allow a confident walk for hours. Among the Alevì Milano models most loved by celebrities are Camilla and Bar.
Which Alevì Milano models do celebrities prefer?
The most popular models for the red carpet are Camilla, for classic, timeless elegance, and Bar, for those seeking a detail with character. Camilla is an ankle-strap pump; Bar is a stiletto sandal, perfect for special occasions.
How do you choose shoes for an elegant event?
The secret is balance. With a rich dress, choose an essential shoe, while with a minimal look you can dare a precious detail. Long dresses and slim heels lengthen the figure, and comfort matters: elegance shows in the way you move.
How do you bring red carpet style into everyday life?
Galas, theatre premieres, ceremonies and year-end parties are perfect occasions for a red-carpet-inspired look. Just pick a single statement piece, mind the proportions and focus on quality materials, like those of Alevì Milano creations.